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Who We Are


Scarborough, now a Nielsen service, brings the local market to life. With eyes and ears on the ground in neighborhoods across the country, we measure, reflect and analyze American consumer trends and behaviors. Then we turn it all into accessible, actionable data services that shine a powerful light on your audience or consumer segment.

Why local? Local consumer information has never been more important. People have an endless array of marketing messages and media vehicle devices in front of them at any given moment. Local trends help sort through this onslaught of information, and can unlock powerful consumer insights about what will matter to consumers today and tomorrow—no matter the platform, medium, or device.  From traditional ads and loyalty programs, to incentivizing via discounts and coupons and even political messages, possessing actionable local insights is imperative. Our locally-focused insights mean our customers benefit from a much deeper and more accurate understanding of their audience. Localism is hot right now, but we’ve been doing it for over 40 years.

We recognize the need to benchmark the local against the national. Nielsen Scarborough in-depth local market insight service also provides a powerful view of the American consumer across the country. Our insights are locally rooted, but they are also nationally comprehensive.

But we’re about more than local and national consumer perspectives. We go deep with customized information solutions that help you make smart decisions an analytics team to support our customers and enhanced data services to help you get even more detail on a consumer segment. Whether you are involved in the planning, buying or selling of advertising, or responsible for brand strategy, Nielsen Scarborough insights give you new possibilities to expand business, create effective marketing strategies, and, ultimately, achieve your business and marketing goals.


Who we are is really about who you are. Media companies, marketers, sports teams and leagues and advertising agencies all rely on Nielsen Scarborough local insights. They use our insights as a strategic tool to:

  • Generate new business
  • Geo-target prospective consumers
  • Create a smarter and more informed marketing mix
  • Conduct market-competitive analyses
  • Coordinate event sponsorships and partnerships
  • Increase product sales

Scarborough is a service of the Nielsen Company.